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Beverage Brands retains Scratch

UK-based Beverage Brands has hired Toronto-based Scratch to launch a its WKD line of vodka cooler drinks in Ontario. The launch campaign will include promotional materials, media outreach, street activities, a sponsorship element, event management and on-premises activities, in addition to social media programs and sampling initiative. The campaign will run through the summer. Scratch won the assignment in an agency search involving an unknown number of firms. "WKD is geared towards the rebellious 19- to 25-year-old market and Scratch really had a strong connection with this key demographic," said Sarah Hayes, North American brand manager at Beverage Brands. "They came through with innovative ideas and breakthrough solutions, as well as leveraged their expertise within the Canadian market. We are very enthusiastic to partner with their team."

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